Merck: Game On! For MS

Brief: For World MS Day 2020, Merck sought a partner to raise mass awareness for Multiple Sclerosis, and Merck’s commitment to helping those living with the disease. The partnership activation needed to be in line with the Multiple Sclerosis International Federation (MSIF)’s theme of MS Connections, and key objectives included broad audience reach, targeting a younger, global audience and shifting brand perception.

Idea: We joined forces with leading mainstream platform and gaming community Twitch to create an 8-hour long livestream led by Twitch influencers and featuring special guests, including MSIF, a neurologist and people living with MS. For an added experiential element, we created a unique technology which simulated MS symptoms in real-time. The livestream was also used as a platform to raise funds for MSIF.

Results:

• 673M people reached in total through social and PR

• 1.2M total unique views of livestream

• 5M+ social media impressions

• $62,870 raised for the Multiple Sclerosis International Federation